Healthcare Marketing Approaches

The one thing that's harming your open rate, deliverability, and revenue? Unengaged subscribers. Here are 7 email marketing tactics to win back inactive subscribers and re-engage them with your brand. (Proven and tested by 100+ of our clients) 1) Preference customization. Subscribers can become inactive due to being overwhelmed by your emails. In a form, allow them to customize: - Type of emails - Email Frequency This will help you reduce the overload and increase the chances of re-engagement. 2) Personalized offers. Subs can also become inactive when they don't receive relevant content. Segment inactive subscribers based on: - Behavior - Preferences - Demographics Then send personalized offers for each segment. These will entice them to re-engage with your brand. 3) Reactivation series. Sometimes, inactive subs simply forget why they joined your list. Send emails that: - Re-introduce people to your brand - Mention the benefits of your products - Provide social proof This will remind them why they joined and promote re-engagement. 4) Re-engagement surveys. Each inactive subscriber has specific reasons for disengagement. In a survey, ask them about: - Preferences - Concerns - Suggestions This will give you valuable feedback on what to improve to encourage re-engagement. 5) Interactive content. Subscribers may also become inactive because they find your emails monotonous or unengaging. Add: - Quizzes - Polls - Surveys - Challenges - GIFs To your emails. That way, you'll make them more enjoyable and engaging for your readers. 6) Subject line revamp The quality of your subject line also affects how many subscribers become inactive. Craft subject lines that: - Catch their eyes - Highlight benefits - Spark curiosity - Create intrigue This will increase your open rate and lead to higher engagement. 7) Unsubscribe feedback loop Some subscribers have completely lost interest in your brand. In your unsubscribe form, ask: - Why they're leaving - What they liked/disliked - What they would change This will help you improve the experience of your current subscribers. Was this post useful? If so, please like and comment on it to help others benefit from it too.

“Going digital” did not cost pharma its HCP relationships. What hurts relationships is fragmented execution: sporadic pilots, vanity dashboards, and weak field–medical–marketing coordination. When orchestrated, digital amplifies human connection: it extends reach between visits, carries scientific context forward, and helps reps/MSLs show up with precisely what that clinician needs next. Industry data—and our own work—bear this out. Hybrid, connected engagement outperforms “field‑only” and “digital‑only". Connected field + digital drives adoption. Veeva Systems Pulse shows that when you sequence touchpoints (e.g., rep visit → timely digital exposure), prescribing likelihood rises; pairing rep meetings with brand web visits or speaker program exposure substantially increases treatment starts. That’s not digital “crowding out” humans; it’s digital supporting humans. Pre‑launch scientific engagement matters. Field medical education before launch increases adoption (reported at ~1.5×–1.6× within six months). This depends on coordination across medical and commercial—exactly the “connected model” critics say we should abandon. HCPs aren’t rejecting digital, they’re asking for the right mix. Across 20,000+ HCPs in 38 countries, IQVIA’s finds ongoing preference for hybrid: face‑to‑face remains important but has steadily ceded share; email and on‑demand formats continue to play material roles. The signal is not “go back to field‑only,” but “align channel mix to each HCP’s preference and specialty.” Inside our own material engagement at The Palindromic, we’ve documented the same reality and built plays to act on it (journey mapping, consent‑aware 360s, and Next Best Action / AI agents to trigger the next meaningful interaction for each clinician). One may say: “Only reps/MSLs know what lands”? Marketing can—and should—know too! The fix is not “less digital,” it’s better content governance and activation at the point of need. The real problem is short‑horizon “shiny objects,” not digital itself. Indeed, chasing tools without operating‑model change fails. But the remedy is to mature orchestration, not to “stop chasing digital.” Trust scales when medical and commercial operate with shared goals. My take is: define a North‑Star HCP value score (not vanity web metrics): did we solve a clinical question, reduce time‑to‑treatment, or shortcut a workflow? Then align incentives for reps, MSLs, and marketers around that score. Make reps the quarterback of omnichannel. Equip them with consent‑aware 360s, NBA prompts, and one‑to‑one approved email so they can pull digital into the relationship. Measure sequences, not channels. Run lightweight experimentation every quarter; reallocate from bulk email to rep‑triggered content when ROI warrants. Right‑size content. Fewer, higher‑value assets that field actually uses. Pulse data shows activation—not volume—drives outcomes.

Here's the new rule of GTM for 2025: it's about about TRUST not DISTRACTION. In 2024 and earlier, most companies were STILL playing the volume game: More cold emails More ads More noise But here's what I learned building partner programs at WeWork and Amex: 1. Identify Trusted Advocates Customers are more likely to trust recommendations from voices they already know and respect. Who influences our target audience? Who already has their attention and trust? These could be industry leaders, complementary solution providers, or niche communities. Build partnerships with those who already have a strong connection to your ideal customers. 2. Collaborate to Add Value, Not Noise Instead of interrupting your audience with another cold email or ad, collaborate with partners to create meaningful, value-driven touch points. - Co-host a webinar addressing a shared customer pain point. - Develop a joint white paper showcasing both brands’ expertise. - Offer bundled solutions that make life easier for the customer. 3. Leverage Existing Trust to Open Doors Partners are amplifiers AND bridges. They help you cross the “river of distraction” and reach customers without the noise. A well-placed introduction or co-branded recommendation carries far more weight than another outbound message. 4. Measure the Shift from Interruption to Influence If trust-building is your new GTM focus, your success metrics need to change too. Track things like: - Partner-Sourced Leads: Leads generated through trusted partner referrals. - Engagement Rates: How customers interact with co-created content or campaigns. - Pipeline Velocity: How quickly partner-driven deals progress compared to direct sales efforts. Breaking through the noise requires genuine relationships. It's no longer about whose voice is the loudest, it’s whose voice your audience already trusts. The future isn't about interruption and distraction. It's about trust.

Cold email outreach is often misunderstood as a numbers game - send more, get more. But the truth is, quality always beats quantity. Your success largely depends on the quality of your email list. A well-curated list means you’re reaching the right people with the right message, while a poorly managed list can lead to low engagement, high bounce rates, and damage to your sender reputation. Here’s a few key steps to refine your cold email lists for better results: 1️⃣ Segment your audience: start by dividing your list into segments based on criteria such as industry, job title, company size, or previous interactions with your brand. 2️⃣ Regularly clean your list: over time, email lists can become cluttered with inactive or invalid addresses. Regularly clean your list to remove bounced emails, unsubscribes, and unengaged contacts. This not only improves your deliverability rates but also ensures you’re focusing on prospects who are more likely to engage. 3️⃣ Use data enrichment tools: tools like Clearbit, ZoomInfo, or Hunter.io can help you enrich your email list by adding valuable data points such as the prospect’s role, company details, and social profiles. This extra information enables you to personalize your outreach even further. 4️⃣ Monitor engagement metrics: pay close attention to open rates, click-through rates, and responses. If certain segments of your list are underperforming, it may be time to re-evaluate those contacts. Use these insights to continuously refine your list and improve your targeting. 5️⃣ Leverage intent data: incorporate intent data into your list-building process. This data shows which companies are actively researching solutions like yours, allowing you to target prospects when they’re most interested. Tools like Bombora or 6sense can provide these insights. If you do something extra special to your email lists, share below 🤓 #Sales #ColdEmail #EmailMarketing #Outreach #SalesStrategy

Cold email is being slowly shadowbanned. Email inboxes are bringing in more contextual filtering with AI. For instance, Superhuman’s new AI-powered inbox auto-categorizes most cold emails under "Pitch" as a category. I am sure soon Gmail and every inbox will have AI filters to neatly segregate these (as they should!). This means that - Your cold emails will not be seen (as they will disappear into the cold, dark basement of "pitches") - Your incredibly crafted subject lines may not matter. - Even your well-thought-out email that's extremely targeted may not matter. So, even the best cold emails will have lowering payoff. Your GTM future has to be social and signal-based. If you want the meeting, you need to: 1. Be where your prospects already hang out 2. Create conversations, not just sequences 3. Let curiosity be inbound and not always forced #GTM #SocialSelling #ColdEmail

💊 “Doctor, Please Prescribe” – A Wake-Up Call for Pharma Professionals in India If you’ve been in pharma sales, you’ve probably heard (or even said) these lines a thousand times: 👉 “Sir/Ma’am, I am giving you samples, please prescribe.” 👉 “This is a reminder call for our brand, please prescribe.” 👉 “Here’s an LBL, please prescribe.” 👉 “We’ve given you this gift, please prescribe.” But let’s pause for a moment and reflect… What does “please prescribe” actually mean? Are we really creating value for the doctor? Are we really discussing the science behind the medicine? Or are we just dropping off samples, leaving a reminder, and hoping for prescriptions? ⚠️ Here’s the reality: . Doctors don’t need reminders. They need insights. . Doctors don’t want gifts. They want scientific updates. . Doctors don’t appreciate push. They respect partnership. 📌 So how do we shift from “Please Prescribe” to Real Engagement? 1. Lead with Science – Share the clinical evidence, patient outcomes, and real-world data behind your brand. Doctors value facts more than freebies. 2. Ask Better Questions – Instead of “please prescribe,” try asking: • “Doctor, in which type of patients do you find challenges with current therapy?” • “How can our molecule fit into that unmet need?” 3. Focus on Patients, Not Products – Position your brand as a solution to patient problems, not just another pill. 4. Build Relationships, Not Transactions – A doctor may forget a reminder card, but they’ll remember a meaningful conversation. 5. Upgrade Your Communication Skills – Learn storytelling, consultative communication, and clinical dialogue. These skills will make you stand out in front of HCPs. 🎈The Future of Pharma Sales is not about “Please Prescribe.” It’s about “Please Trust Me, Because I Bring Value.” The industry needs a mindset shift – from being brand pushers to becoming knowledge partners. Because at the end of the day, it’s not about prescriptions. It’s about patients, science, and ethics. #PharmaIndustry #MedicalRepresentatives #PharmaSales #HealthcareCommunication #Doctors #SalesExcellence #PharmaMarketing #PatientCentric #PharmaGrowth #ValueBasedSelling

I’ve spent decades in Indian pharma marketing, and here’s something uncomfortable: We’re still playing by the same old rulebook. For years, the industry has revolved around medical reps making visits, handing out samples, and hoping for prescriptions. It worked, until it didn’t. Doctors are overwhelmed. Patients are more informed than ever. Regulations are tightening. Yet, many pharma companies still resist change - sticking to traditional detailing, relying on outdated sales tactics, and treating digital as an afterthought. Here’s what needs to change: ✅ From Push to Pull Instead of pushing brands onto doctors, companies need to create genuine value through scientific content, patient education, and digital engagement. ✅ From Sales Reps to Consultants Medical reps shouldn’t just be order-takers. They need to evolve into trusted advisors, helping doctors navigate new research, therapies, and patient concerns. ✅ From Mass Marketing to Personalization A one-size-fits-all strategy doesn’t work anymore. AI and data analytics can help tailor communication, making it more relevant for HCPs. The pharma industry is at a crossroads. Adapt or get left behind. Are we ready for this shift, or are we still clinging to the past? --- #pharma #marketing

Foreign trips sponsored for doctors is a stark wake-up call for pharma... It's time to fundamentally shift our focus. The era of transactional relationships is unsustainable and erodes trust. The future demands strategies centered on genuine patient impact, not physician perks. Prioritize Patient Outcomes: Invest in real-world evidence, adherence programs, disease education, and accessible solutions. How does this product/service tangibly improve a patient's life or health journey? Embrace Value & Transparency: Shift towards partnerships based on scientific dialogue, outcomes-based contracting (where feasible), and transparent interactions. Develop New Capabilities: Future growth requires new skill sets. Digital Health Fluency: Leveraging AI, telemedicine, and data analytics for personalized care. Patient Engagement Expertise: Building direct, meaningful connections and support systems. Sustainable & Accessible Innovation: Developing affordable, scalable solutions for diverse populations. Patients, payers, and regulators are demanding greater accountability and value. Companies that champion transparency, patient-centricity, and ethical innovation will earn trust, foster loyalty, and lead the next chapter of Indian healthcare. What do you think? #Pharma #Ethics #UCMPAct

We analyzed thousands of inbound leads - and found a 2x boost in engagement when using SMS + email vs. just one: We have clear empirical data: if you’re only using one channel to engage inbound leads - email OR text/SMS - you’re leaving conversions on the table. The chart below is from a cross-section of our clients that use Uniti AI to handle inbound lead response via email, SMS, or both. The trend is unmistakable: - Email-only engagement averages ~20% - SMS-only hovers closer to ~25% But when both are used together? Engagement jumps to ~40% And that’s just reply rates. Text messages also get opened nearly 99% of the time - something email simply can’t match. The takeaway is simple: you can’t afford to pick just one. SMS isn’t a nice-to-have. It’s critical in many verticals. And neither is complete without voice. That’s why we’re layering in call handling across our client base this quarter and will be sharing performance benchmarks soon. Modern buyers expect a modern response: fast, relevant, and on their terms. If you’re still treating email as your only frontline channel, this is your wake-up call! #ai #sales #proptech #multichannel #leadconversion #startups

This is extremely accurate. Very well worth a read for anyone in or interested in the tech-enabled women's health ecosystem. Fave quotes: 1) "‘I’ll ask my wife about this’ One experience, in particular, is common to the interaction between women entrepreneurs and men investors: being told they’ll ask their assistant or wife about the condition the company treats." This happens all the time and will continue to given the dearth of female investors. It's not inherently a bad thing to want to seek opinions from target consumer / patient whether those are partners, spouses, friends, etc. But there's a big cost -- founders have to devote 10x time to educating the investor (and also often the buyer / decision maker / stakeholder) before we can get to the heart of the pitch or value prop. 2) "“When you look at a payer, who is probably unlikely to take their eye off the ball from oncology, cardiology, MSK — the things that are very clear cost drivers — and say there are incremental cost savings that you could provide by covering this pelvic floor offering, it’s just never going to rise to the priority because it doesn’t represent a high enough medical cost,” Herlacher said." This is a very real obstacle we run up against. And it was similar in the early days of mental health, until more academic studies determined 6:1 ROI for every dollar spend on BH. An independent actuary looked at the cost of untreated and undertreated menopausal women, finding they incur up to 45% more healthcare costs that non-symptomatic women in the same demographic (https://lnkd.in/ejAw-Fry). These findings are similar to other actuarials analyses conducted recently and over the last 20 years. All this to say, there are MANY challenges working in this space BUT the stakes -- the health and wellbeing for 50% of the population -- couldn't be higher. Articles like these can be frustrating but that frustration can also be instructive and motivating. Want to help? Share it with your community, and especially people who can bring investment and research dollars, bring customers and patients and champions into the space. That's what we need most. Thank you for sharing your thoughts & experiences here Priyanka Jain Rachel Blank Ellen Herlacher cc Alessandra Henderson Elektra Health